Amity Business

Name of Institution

School

Services Marketing

Sonali Banerjee
 Amity Business
Name of Institution

School

Gap Analysis
 Amity Business
Name of Institution

School
Definition of Gap
• Formal meansAnalysis
to identify and correct gaps
between desired levels and actual levels
of performance

• Used by organizations to analyze certain

processes of any division of their company
 Amity Business
Name of Institution

School
Service Gap Analysis
• Expected level of service vs.
Actual level of service provided

• SERVQUAL
- 5 gaps
- 5 dimensions

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 SERVQUALAmity Business Name of Institution

School

• A gap analysis research instrument

– created by Parasuraman, Zeithamel, and
Berry
– Introduced in 1988

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SERVQUAL Model
Amity Business Name of Institution

School

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 SERVQUAL ModelAmity
GapsBusiness Name of Institution

School

• Gap 1
– The difference between actual customer
expectations and management’s idea or
perception of customer expectations

M a na ge m e nt E x p e c te d
P e r c e p t io n s S e r v ic e
o f C u s to m e r
E x p e c t a t io n s
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 SERVQUAL ModelAmity
GapsBusiness Name of Institution

School

• Gap 2
– Mismatch between manager’s expectations of
service quality and service quality
specifications

S e r v ic e M an ag em en t
Q u a lit y P e r c e p t io n s
S p e c ific a t io n s o f C u s to m e r
E x p e c t a t io n s 8
 SERVQUAL ModelAmity
GapsBusiness Name of Institution

School

• Gap 3
– Poor delivery of service quality

S e r v ic e S e r v ic e
D e liv e r y Q u a lit y
S p e c ific a t io n s
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 SERVQUAL ModelAmity
GapsBusiness Name of Institution

School

• Gap 4
– Differences between service delivery and
external communication with customer

S e r v ic e E x te rn a l
D e liv e r y C o m m u n ic a t io n s
to C u s to m e rs
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 SERVQUAL ModelAmity
GapsBusiness Name of Institution

School

• Gap 5
– Differences between Expected and Perceived
Quality

E x p e c te d P e r c e iv e d
S e r v ic e S e r v ic e
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 Gaps ModelAmity Business Name of Institution

School

• There are 22 items which can be rated

– i.e. modern looking equipment, prompt
service, understanding of needs, etc.
• These items are broken up into 5
dimensions:
• Tangibles (Items 1-4)
• Reliability (Items 5-9)
• Responsiveness (Items 10-13)
• Assurance (Items 14-17)
• Empathy (Items 18-22)

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 Gaps ModelAmity Business Name of Institution

School

• Perceptions and Expectations are given a

rating for certain dimensions
– Ratings scale
• 1 (Strongly Disagree) to 7 (Strongly Agree)
• Average expectation rating is then
subtracted from the average perception
rating

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 Gaps ModelAmity BusinessName of Institution

School

High Training needed

negative = in certain
rating dimension

High Dimension is OK,

positive = no training
rating needed
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 Gaps Model Example
Amity Business Name of Institution

School

For Example:
• If a survey was taken which showed the
averages for each dimension is as follows:
Dimension Perception Average Expectation
Average
Tangibles 5.4 2.4
Reliability 5.6 4.6
Responsiveness 3.2 3.5
Assurance 6.2 3.4
Empathy 2.8 4.2

• What dimension should be emphasized?

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 Gaps Model Example
Amity Business Name of Institution

School

• Perception – Expectation = Difference

– Tangibles: 5.4 - 2.4 = 3.0
– Reliability: 5.6 - 4.6 = 1.0
– Responsiveness: 3.2 - 3.5 = -0.3
– Assurance: 6.2 - 3.4 = 2.8
– Empathy: 2.8 - 4.2 = -1.4
• Empathy has the lowest rating therefore it is the
dimension where training should be emphasized
the most. A focus should also be placed on
Responsiveness because of its negative rating.

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 Summary of Gap
Amity Business Name of Institution

School
Analysis
• Gaps can be found in any process of an
organization’s operations
• Tools like SERVQUAL, Two-Dimensional
Analysis, and ISO 9001 2000 can all be used to
perform gap analysis
• Gap Analysis is one of the best procedures to
help lead a company to not only improve their
processes, but recognize which processes are in
need of improvement.

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 Amity Business
Name of Institution

School

Thank You

For any query mail me on:

spbanerjee@amity.edu
Cc: sonali15aug@yahoo.in